浅析拼多多的泛游戏化设计

doi:10.19722/j.cnki.1008-7729.2019.0431

北京邮电大学学报(社科版) ›› 2020, Vol. 22 ›› Issue (2): 23-29.doi: 10.19722/j.cnki.1008-7729.2019.0431

浅析拼多多的泛游戏化设计

1北京邮电大学数字媒体与设计艺术学院，北京100876；
2北京邮电大学网络系统与网络文化北京市重点实验室，北京100876

收稿日期:2020-01-01 出版日期:2020-04-30
基金资助:
网络系统与网络文化北京市重点实验室基地主任基金(NSNC-2018A03)

Brief Analysis of Pan-gamification Design of Buy Together

1 School of Digital Media and Design Arts, Beijing University of Posts and Telecommunications,
Beijing 100876, China;
2 Beijing Key Laboratory of Network System and Network Culture,
Beijing 100876, China

Received:2020-01-01 Online:2020-04-30

摘要/Abstract

摘要： 拼多多仅用不到三年时间就成功在美股上市，一跃成为仅次于淘宝和京东的第三大电商平台。究其原因，除了供应链模式和产品定位上的优势外，产品从上至下运用的游戏化设计策略也值得研究。本文运用比较研究的方法，提取分析拼多多及其竞品的游戏化元素及其目的，分析了拼多多的泛游戏化设计如何激励用户使用产品并作出购买行为，对其作了系统的分析和梳理，使泛游戏化设计的理念能为其他领域的设计师带来新的见解和思考。

关键词: 拼多多, 游戏化, 泛游戏化设计, 激励机制

Abstract: Buy Together has been successfully listed on the US stock market in less than three years, and become the third largest e-commerce platform after Taobao and JDcom The reason is that besides the advantages of the supply chain model and product positioning, the strategy of gamification design in every steps is also worth studying Comparative research method is used to analyze the gamification elements of Buy Together and its competitors, and to analyze how its pan-gamification design can drive users purchase behaviors It is hoped that the concept of pan-gamification design can bring new insights to designers in other fields

Key words: Buy Together, gamification, pan-gamification design, incentive mechanism

中图分类号:

TP399

吕美玉1，2，裴晓锦1. 浅析拼多多的泛游戏化设计[J]. 北京邮电大学学报(社科版), 2020, 22(2): 23-29.

LYU Mei-yu1,2，PEI Xiao-jin1. Brief Analysis of Pan-gamification Design of Buy Together[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2020, 22(2): 23-29.

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浅析拼多多的泛游戏化设计

Brief Analysis of Pan-gamification Design of Buy Together

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